Healthcare Marketing Part 2

Healthcare Marketing

A look at the shift from traditional media marketing to digital marketing.

Image Source: Google Images

Table of ContentsThe New Marketplace 3 Business Strategy 10

1

Traditional Media 16 Using Traditional and Digital 102

Why Use It? 17 Becoming a Social Business 113

Demographics 25 Big Data Integration 124

Social Media 34 Strategies for Drug, Insurers, Providers, and Consumer Expectations

143Usage 35

Changed Interactions 42 Policy 161

Search and Conversions 43 HIPAA 162

Healthcare Choices 50 The Affordable Care Act 176

Online Communities 56 Works Cited 195

Healthcare Organizations 70Information and Education 75

Forums and Support Groups 82Challenges 90

Social MediaA look at how social media has affected the healthcare industry.

UsageA look at how social media is being utilized within the healthcare industry.

Social Media:Usage-

However, individuals are more likely to

share positive experiences via

social media than negative

experiences

Some organizations fear that creating a

social media presence will open a

flood of negative comments

Compiled by author from source: pwchealth.com

Social Media:Usage-

26% of Hospitals Participate in Social Media

46% use YouTube

84% use Facebook

64% use Twitter

12% have a Blog or are Blogging

Social Media:Usage-

41% of consumers will choose their healthcare providers based on their social media reputation

19% of smartphone owners have at least one health app on their phone

There is a need for healthcare organizations to launch a health related app focused on specialties

Social Media:How it is Used for Healthcare-

Health Related Support

Posting about Health Care Experience

Joining a Health Forum or Community

Tracking and Sharing Health Symtoms/Behaviors

Posing Reviews of Doctors

Sharing Health Realted Videos

Posting Health Insurer Reviews

0% 5% 10% 15% 20% 25% 30%

Compiled by author from source: pwc.com

Social Media:How it is Used for Healthcare-

Compiled by author from source: mmm-online.com

To View Health Data

To View Test Results

To Fill or Refill Prescriptions

To Check Insurance Coverage

0% 5% 10% 15% 20% 25% 30% 35%

How Boomers are Digitally Communicating with their Primary Care Physicians

Changed InteractionsA review how social media has changed interactions between healthcare providers and patients.

Search and Conversions

Changed Interactions:Search and Conversions-

Before booking, patients put in time and consideration into their research

77% will do a search prior to booking an appointment

Digital content is also key for patients who are going to book an appointment


Compiled by author from source: ssl.gstatic.com

Patients leverage searches

for:

Discovery of New

Hospitals (21%)

Comparison of Offerings

Across Facilities

(28%)

Consideration of

Hospitals They Know

(16%)

Evaluation of Specific Features (29%)

General Information

(57%)


48% took over 2 weeks to research

before booking

61% visited 2+ hospital sites

before converting



Users used the

following resources:

• 83% Hospital Sites• 26% Consumer Generated

Reviews• 54% Health Insurance Company

Sites• 50% Health Information Sites



Search drives more valuable visitors to hospital sites than other traffic sources

43% of visits to hospital sites originate from a search engine

Searchers• 22M unique visits

• 4.4% conversion rate

• 958K conversions

Non-Searchers• 6M unique visits • 4.2% conversion rate

• 243K conversions



Online video drives patients to hospital sites, where they are more likely to convert

YouTube traffic to hospital sites has increased 119% YoY

30% of patients who watched an online video booked an appointment

Healthcare Choices

Changed Interactions:Healthcare Choices-

40% of consumers say that information found via social media affects their health choices

41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility

Social media can be a vehicle to help scale both positive and negative word of mouth

Social media is now an important channel to attract and retain patients


WebMD; 56%

Wikipedia; 31%

Health Magazine ; 29%Twitter; 6%

YouTube; 15%

A Blog or Multiple Blogs; 13%

Facebook; 17%

Patient Commu-nities; 12%

Other; 27%

Accessed Online Resources for Health Related Information

Compiled by author from Source: getreferralmd.com

It is important to differentiate sources of

quality content from other less desirable

sources of info


Healthcare professionals have an obligation to create educational content to be shared across social media

Content needs to help accurately inform consumers about health related issues and out shine misleading information

The opinions of others is often trusted but isn’t always accurate, especially when it comes to a subject as sensitive as health

Online Communities

Changed Interactions:Online Communities- For

Patients It is important for healthcare professionals to join in on social media

conversations to connect in a new and authentic way

60% of doctors say social media improves the quality of care delivered to patients

Many believe that the transparency and authenticity social media creates helps improve the quality of care


PatientsAdults will share information about their health on social media sites:

30% with Other Patients

47% with Doctors

43% with Hospitals

38% with a Health

Insurance Company

32% with a Drug

Company

Compiled by author form source: getreferralmd.com


Patients

Adults who are Parents:

22% use Facebook

20% use YouTube

Non-parent adults:

14% use Facebook

12% use YouTube

Where Adults look to find Medical Answers



Doctors

Physicians join Online

Communities to:

Read News Articles

Listen to Experts

Research Medical Developments

Consult Colleagues on Patients

Compiled by author form source: ncbi.nlm.nih.gov Image Source: Google Images


Doctors Doctors know that contact with their peers and colleagues is critical

Especially when problem solving and working to find the best solution for patients

Social media facilitates easy communication between medical professionals

Image Source: Google Images

Changed Interactions:Online Communities- For Doctors

Very Com-fortable; 17%

Comfortable; 37%

Don't Care; 23%

Uncom-fortable;

14%

Very Uncom-fortable; 9%

Compiled by author form source: pwc.com

Consumers’ feelings on doctors going to online

physician communities for advice related to their health

situation:


Doctors 2/3 of doctors are use social media for professional purposes

Many preferring an open forum as opposed to a physician-only online community

Medical and pharma companies have realized the power of sharing information

They join communities and funded communities so that they can find physicians to participate in treatments or business research

Healthcare Organizations

Changed Interactions:Healthcare Organizations-

31% of healthcare organizations have

specific social media guidelines in

writing

It is crucial to have guidelines in place

There must be a systematic strategy

for how social media is used

Staff must be aware of limitations

allowed on social media



Social media is also a platform for internal discussions

Employees and physicians can have provocative discussions

Many promote candid internal collaboration


Consumers are OK with receiving assistance from healthcare providers via social media

More than 70% were ok with this in regards to referrals and appointment scheduling

69% of consumer would value offers to save money and receive support post-discharge

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

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Healthcare Marketing Part 2

Healthcare

Transcript of Healthcare Marketing Part 2